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TVB ROLL-UP SMB ADVERTISERS SURVEY FIRST HALF– 2011.

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Presentation on theme: "TVB ROLL-UP SMB ADVERTISERS SURVEY FIRST HALF– 2011."— Presentation transcript:

1 TVB ROLL-UP SMB ADVERTISERS SURVEY FIRST HALF– 2011

2 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Background And Methods Research co-sponsored by TVB and Borrell Associates Surveys conducted between Nov. 2010 and July 2011 Fielded more than 1,000 completed interviews Respondents solicited from stations’ current, past and potential client base Email respondent lists were compiled by participating stations Sample includes only businesses who actively pursue or have considered pursuing some type of paid advertising and marketing Typical response rates were between 10% and 20%, with a 66% completion rate Respondents were offered the incentive of winning an iPad Further information and details available at www.borrellassociates.comwww.borrellassociates.com or by emailing gharmon@borrellassociates.com.gharmon@borrellassociates.com

3 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Top 5 Take-Aways For TV Clients & Prospects 1.High-growth may be imminent in digital budgets 2.Advertisers are under tremendous sales pressure 3.Website, social networks & email top online mktg. efforts 4.Social and mobile are key growth areas 5.Consultative sales approach hold big opportunity

4 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Significant Variation In Total Buys Q 1. To begin, in how many different media outlets do you currently advertise? Respondents = 6,177

5 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 MEDIA BUY PATTERNS BY SAMPLE BASE 5 Print Sample TV Sample

6 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Strong Expectations for Online/Digital Spending Q4. Compared to 2010, do you think your spending will grow, stay the same, or shrink in the following categories in 2011? TVB Q2 Respondents = 656

7 Growth Expectations Dramatically Higher For Online/Digital Spend (Q1/Q2-11) Media TypeGrowStay the sameShrinkWill Not Buy Diff: Grow/:Shrink TV Data Online/Digital 60%25%3%8%57% Broadcast TV 31%46%10%9%21% Cable TV 26%38%8%20%18% Radio 22%44%16%11%6% Direct Mail 21%38%13%20%9% Outdoor and Out of Home 14%37%10%29%4% Local Daily, etc,/Newspapers 12%36%32%16%-20% Other Locally Distributed Print Publication 8%45%19%22%-11% Cinema 8%14%3%62%5% Telemarketing 4%18%2%63%3% Directories (Yellow Pages, etc.) 3%33%32%28%-29% Other 14%20%2%36%11% Q 4. Thinking of your total advertising budget, as compared with 2010 do you think your spending will grow, stay the same, or shrink in the following categories in 2011: Max TVB Respondents = 585 Source: © Borrell Associates, Inc. SMB Survey TV B Q1-Q2 2011

8 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Local Online Media By Wave Local Online Media All Data Response Percent Print Q4 2010Print Q1 2011ShiftALL TV TV - Broadcast station Web site 8% 9%1%50% Internet sites (Non-major media) 40% 35%42%6%41% Radio station Web site 13% 12%14%2%27% Local daily newspaper Web site 32% 29%33%5%27% Yellow Pages (YP.com) Web site 18% 17%19%1%21% TV - Cable TV Web site 7% 5%8%3%21% Local Business Directory online listings 16% 14%17%3%15% City or lifestyle magazine Web site 11% 8%12%4%11% Local weekly/non-daily community newspaper Web site 13% 10%15%6%10% Will not place any banner or online display ads or listings with LOCAL AREA MEDIA 28% 36%24%-11%17% Other (please specify) 7% 5%8%3%9% answered question 826130025259691 Q 6. In which of the following local area online media do you expect to advertise in 2011 through paid banner, sponsorships, or other display or listing advertising? PRINT Respondents = 8,261/ TVB Respondents = 691

9 ONLINE MARKETING BY MEDIA SOURCE (Q2 DATA ONLY) 9 PrintTV TV : Print Difference Maintain a Web site 87%90% 3% Use Social Networks.. to promote your business /services 64%72% 8% Email marketing/promotion 44%53% 9% Place ads directly with Facebook 27%35% 8% Write a blog focused on your business or services 24%31% 7% Online Video 24%38% 14% Mobile device advertising 22%33% 11% Online coupons 22%25% 4% Sell goods over the Internet 20%23% 3% Banner/ROS/Display 19%38% 19% Paid Search/Keywords (AdWords) 19%35% 16% Digital "Deal of the Day" programs like Groupon 13%15% 2% Craigslist offerings of current inventory 12%13% 1% “Virtual coupons” for mobile devices 10%14% 5% Other online listings as classifieds 10%9% -1% Postings on local/national sites like Yelp 10%13% 4% Geo-, behavioral, or other Targeted Display 9%25% 16% Ebay offerings of current inventory 5%7% 2% None of the above 5%3% -2% Other (please specify) 1%2% 0%

10 Mobile & Social Gain Interest Q 26. Thinking about your company's investments in ONLINE advertising and marketing, what changes do you expect in your spending for 2011? TVB Q2 Respondents = 410 Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011

11 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Importance of Factors in Deciding Where and How to Purchase Online Ads Q 23. How important are the following factors in deciding where and how to purchase online advertising: TVB Q2 Respondents = 365

12 Clients Are Under Tremendous Sales Pressure Q7. In an average month, how many total attempts do you think are made to speak with or reach you about any advertising opportunity of any sort? TVB Respondents = 662 Q8. In an average month, with how many advertising sales people do you speak, in person or on the phone, among these in-coming efforts? TVB Respondents = 678 Sales approaches per month 25 Newspaper 30 TVB Sales pitches taken per month 7 Newspaper 11 TVB Source: © Borrell Associates, Inc. SMB Survey TVB Q2 2011

13 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Info Sources Used to Find Out About New Ad & Marketing Opportunities Q 9. Which of these types of information sources do you use to find out about new advertising and marketing opportunities? TVB Q2 Respondents = 488

14 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 How Do Most New Customers Hear About You Q 30. Which of the following sources best provide you with new customers? That is, how do people most often hear about your services and products who have not shopped with you or visited your business before? [Select all that apply.] TV Respondents = 427

15 The Opportunity Exists for Reps to “Act as Agency” Q 10. How confident would you be in advice your TV representative might be able to offer on opportunities to place advertising in other media, including online, as part of a package that TV rep was selling to you? Print N Q2 = 1,326/TVB Respondents = 665 Source: © Borrell Associates, Inc. SMB Survey TVB First Half Q1 – Q2 2011

16 More “Listening” Could Be Done Q 11. In general, how much effort do you think advertising sales people put into listening to you and understanding your particular business needs? Print Q2 N = 1,322 / TVB Q2 Respondents = 483 Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011

17 Social Network Adoption Does your company maintain a Social Network site or page? PRINT Respondents = 4,979 Source: © Borrell Associates, Inc. SMB Survey Print Surveys Q1 2011

18 Mobile Advances Rapidly Following on the Social Network Growth But relatively few — overall, one in five— have acted, as yet… Q 18. Has your company been pitched by any advertisers to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months? TVB Q2 Respondents = 471 Q 20.Have you conducted any advertising or marketing campaigns using mobile platforms in the past 12 months? TVB Q2 Respondents = 468 Source: © Borrell Associates, Inc. SMB Survey TVB Q2 2011

19 Inaction May Be Caused By Concerns About Using Mobile Effectively Q 19. How familiar are you with the alternatives available in how you might advertise or market your business using mobile devices (Smartphones, iPads, etc.)? Print Q2 N = 1,287 / TVB Respondents = 470 Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011

20 Action Is Likely To Take Place Sooner Rather Than Later 20 How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers in 2011? Q 2 Print N = 1,286 / TVB Respondents = 468 TV ALL Likelihood of Mobile Usage Source: © Borrell Associates, Inc. SMB Survey Cox TV Q2 2011 Q2 Print Likelihood of Mobile Usage

21 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 Type of Business Question # 38

22 Source: © Borrell Associates, Inc. SMB SurveySource: © Borrell Associates, Inc. SMB Survey TVB, Q1-Q2 2011 QUESTIONS? Contact: Greg Harmon Senior Research Analyst Borrell Associates, Inc gharmon@borrellassociates.com 415-566-4348

23 THANK YOU! info@borrellassociates.com 1-757-221-6641 www.borrellassociates.com


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